5 Key Elements of Good Brief for a Programmatic Specialist

Digital Marketing Managers run their campaigns using both direct and programmatic channels (either through Deals or Open Market). Campaigns usually require daily attention from both the interested Media Planners and Campaign Managers; as the KPIs set by the Clients are generally ambitious, and achieving them requires an optimal approach from the get-go. The first step involves creating a good brief for the Programmatic Specialists, which will allow them to deliver optimal targeting and a properly selected audience.

Campaign Brief for Programmatic Specialist

Writing a brief involves communicating expectations to the Programmatic Specialists. Key here is understanding the background of the digital marketing strategy to produce an outstanding creative and data-driven programmatic campaign, which can be readily scaled.

Usually, Planners send us a brief with their campaign assumptions. Based on the KPIs included in the brief, we recommend the most optimal ad spaces. If we find an advertiser who sells board games on the Internet, we know from our broad experience that we need to ensure that the deal should be optimized in terms of the highest CTR; so non-standard creatives are necessary in order to make the whole work, e.g. Rich Media, as well as the list of services matching advertiser target groups and geolocations.

5 Key Elements of Programmatic Campaign

1. Provide a description on the available technology.
2. Walk us through the campaign landscape.
3. Describe the target audience.
4. Highlight creative formats.
5. Tell us more about preferred transaction type.

1. Available technology

This section will be helpful in determining which DSP platform we use to purchase advertisements available in the programmatic channel. We have the tools to oversee your advertising revenue and ensure the success of your project. For an optimal collaborational landscape, we will need all details about the tools you make recourse to.

2. Campaign landscape

A description of the campaign landscape is the most important part of the entire brief. Such a description allows us to get to know your assumptions and establish campaign parameters like budget, campaign dates, CPM goals, and device targeting. Developing highly-targeted campaigns that meet the needs of the stakeholders require the setting of smart milestones with a strong focus on the constant changes taking place within the industry.

3. Target audience

The foundation of your campaign strategy involves defining your target audience. Understanding the users you want to interact with will allow you to save time on analysis and to be certain that the delivered page views contain properly selected units in line with current demand.

4. Creative formats

Programmatic encourages advertisers to discard the traditional way of creating digital banners in favour of more creative solutions. From different sizes of ads, to appealing creatives or a wide range of formats, users are attracted by the unique concepts that advertisers can deliver. Therefore, don’t forget to take creative formats into consideration when writing your brief.

5. Transaction type

The more information we receive, the more we can contribute to achieving your goals. Choosing the right media-buying methods will impact positively on your campaign. There are a wide range of models which you can choose from. Keep in mind that RTB, PMP, or Programmatic Guaranteed will provide you with you different options – some of them are more transparent, whereas others are more accurate. Your choice should depend on your needs and requirements.

One of the most important factors for our Publishers is a fixed CPM, as they want to book the right amount of ad space for the estimated traffic on their website and have control over their campaign. Programmatic Guaranteed will ensure this transparency by giving you insight into how many ad views are about to be delivered. In order to be able to estimate and then book the space in this media-buying model, it is necessary to include the following items of additional information in the brief:

• Timing (in the case of a Flat Fee) – providing a specific time frame for a transaction.
• Geolocation – the list of countries where the creatives will appear (GEO Google Tag).
• Advertiser name as specified in the Buyer’s platform.

Conclusions

Programmatic advertising is crucial for both advertisers and publishers. eMarketer predicts that the spend on programmatic is set to reach over $100 billion by the end of this year. Close cooperation between both sides is essential not only in terms of diversifying and maximizing advertising revenue, but also when it comes to delivering the kind of results good enough to divert monies from other channels.

In order to make this happen, we always have to be cognisant of the fact that both sides are playing for the same team: the more information that is shared means a better outcome in terms of a campaign’s success. 

If you wish to know more about the best practices of programmatic buying, don’t hesitate to contact us at: deals@yieldbird.com

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